michaelellis.com website review

Your mobile performance score is 70. Pages that score under 90 lose visitors before the first paint.

About 96 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 450 ms faster on a phone.

3 files block the first paint until they finish downloading. Deferring or inlining them could save about 200 ms.

About 15 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 150 ms faster on a phone.

3 third-party services load with your homepage (Shopify, Google Fonts and shop.app), adding 229 KiB and 43 ms of main-thread time.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

1 image could be 7 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

3 files are served with short cache lifetimes, so returning visitors download them again (5 KiB).

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Your largest element takes 6.6 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

Visually, the page fills in at 5.6 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 6.6 s. Good is under 3.8 s.

The first text or image appears after 2.1 s on a phone. Good is under 1.8 s.

5 images have no width and height attributes, so the layout jumps as each one loads.

Chrome's UX Report (opens in a new tab) has too little real-visitor traffic for this site, so the figures here are lab measurements from Google's test phone on a throttled 4G connection.

By the Sustainable Web Design model, a visit to your homepage emits about 0.45 g of CO₂e: 53.8 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

16 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.

1 element hidden from screen readers can still receive keyboard focus.

All page content should be contained by landmarks: 3 elements on the page fail this check, rated moderate by axe-core.

The viewport tag blocks pinch-zoom, which low-vision visitors rely on.

Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.

13 visible links have no text or label, so screen readers cannot say where they go.

5 form fields have no label, so screen readers announce an empty box and autofill guesses.

Headings skip levels (h1 → h3), which makes the page harder to scan with a screen reader.

No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.

Your meta description is 184 characters; Google truncates after about 160, so the end of your pitch is cut.

The homepage links to 39 pages on michaelellis.com and 5 external pages.

There is no Organization (or LocalBusiness) JSON-LD, so search engines and AI assistants have no machine-readable facts about who runs the site: its name, logo, profiles and contact details.

https://www.michaelellis.com/collections/footwear, https://www.michaelellis.com/collections/socks, https://www.michaelellis.com/collections/sneakers, https://www.michaelellis.com/collections/dress-shoes and https://www.michaelellis.com/collections/casual-shoes-boots use the same meta description. A description written for each page earns more clicks.

https://www.michaelellis.com/collections/slippers has under 150 words in the HTML. Thin pages rarely rank; if the text loads with JavaScript, crawlers that don't run it see even less.

We fetched 15 pages linked from your homepage (of 21 found) and read each the way a search engine does.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

Your homepage shows a street address but no LocalBusiness JSON-LD, so Google and AI assistants have to guess your address, hours and phone from the page text.

Social proof on the homepage: 1 testimonial or review block. Pairing it with named testimonials or customer logos makes it far more convincing.

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

The homepage has only about 178 words of visible text; thin pages give Google and first-time buyers little to go on.

The homepage shows no opening hours. If customers visit or call, show when.

There is no link to Google or Apple Maps. A directions link is one tap for a phone visitor.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

Opening the homepage sets 7 cookies (measured from a US location before any click).

No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.

Loading the homepage contacts 5 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.